Manulife Philippines, the local arm of leading international financial services provider Manulife, received two awards at the Insurance Asia Awards 2025 held on July 8, 2025, in Singapore.
The insurer was honored with Mobile App of the Year for the Manulife app and Marketing Initiative of the Year for the Manulife Stories brand campaign.
The Manulife App, Manulife’s self-service insurance mobile app, empowers customers to manage and access their policies anytime, anywhere.
Since launching in 2023, the Manulife App has achieved nearly 70 percent adoption among customers, with consistently high user ratings of 4.7 stars on both iOS and Android platforms. The app has also contributed to operational efficiency, with straight-through processing rates rising by 32 percent from 2023 to 2024.
The “Manulife Stories” brand campaign was awarded the Marketing Initiative of the Year for its innovative approach to storytelling and customer engagement. Launched in 2024 in the Philippines to introduce Manulife’s global brand strategy, “Where will better take you,” the campaign invited customers to share personal stories of how Manulife supported them through life’s milestones.
By employing a mobile- and video-first strategy and encouraging employees, advisors, and customers to share these stories across social media, the campaign achieved record-number engagement on Manulife’s digital platforms, including more than a 100 million impressions and a 20-point ad recall lift breaking industry and regional benchmarks.
The Insurance Asia Awards recognize excellence and innovation across the Asian insurance industry, celebrating companies that demonstrate outstanding achievement in digital transformation and customer engagement.
